week 6 Flashcards
objectives must be
1) WHO:identity a target audience
2) WHAT: detail the specifics goal (awareness, knowledge, sales
3) WHEN: the relevant time frame
define media
Media – General communication channels that carry the marketing message (TV, Radio, magazines).
define vechiles
The specific broadcast programs or print choices in which marketing messages are placed (AFL, The bachelor, Children’s show)
strengths of television advertising
Demonstration ability Audio and Visual Greater Emotional Resonance Provide one-to-one feeling Intrusion Impacts sales force and channels
Limitations of television advertising
Limitations
Escalating costs
Audience fragmentation (Netflix, Youtube)
Difficult to target niches
Distraction (Changing channels during commercials)
Clutter (More, shorter, commercials)
ways to evaluate advertising
Recall & Recognition
•Attitudes towards the product and ad •Persuasion Measures
•Sales Measure
explain recall and recognition
Recall and RecognitionSurveys are conducted and ask people if they
a)recalled seeing the marketing communication about a specific product
b)Accurately describe specific elements of the marketing communication
Associated (Related-recall scores): indicate the percentage of respondents who accurately describe specific elements of marketing communications.
Claimed-recall scores: indicate the percentage of respondents who recall seeing the ad
define Associated (Related-recall scores):
indicate the percentage of respondents who accurately describe specific elements of marketing communications.
define claimed recall scores
indicate the percentage of respondents who recall seeing the ad
strengths of radio advertising
StrengthsSegmented audiences Personal/Local level Lower CPM Short production timesReinforces imagery from TV Fewer Distraction
Limitations of radio advertising
Clutter No visuals Audience fractionalisation Buying difficulties Tend to cram lots of information
explain print and support media
Print and Support MediaThese forms of media tend to work well in conjunction with mass media
•Can be used in isolation but is dependent on the execution (creativity, strength of message, etc.)
•Tend to offer more cost-effective ways at reaching target market
strengths of newspapers
audience in an appropriate mental frame to process messages mass audiences covered trusted flexibility ability to use detailed copy timelines
limitations of newspapers
clutter not a highly selective medium higher rates for occasional users mediocre reproduction quality complicated buying for national marketers changing composition of readers
strengths of magazines
have potential to reach large audiences selectivity long life high reproduction quality can present detailed information can convey information authoritairley high involvement potential
limitations of magazines
clutter long lead times not intrusive somewhat limited geographic research variability of circulation patterns by market
out of home support media strengths
broad reach and high frequency levels
geographic flexibility
low cost per 1000
prominent brand identification
opportune purchase reminder
limitations of out of home support media
non selectivity
higher rates for occasional users
difficult to measure audience size
environmental problems
Should Advertising in Newspaper and magazines have more or less text than Out of home support?
Being out an about, have less time to process information and messages therefore imagery and packaging is used more than text.
explain packaging
o Draws attention to the brand
o Breaks through competitive clutter at the point of purchase
o Signals value to the consume and justifies a products’ price
o Communicates a brand’s benefits, attributes and image
o Conveys emotion
o Ultimately motivates consumers’ brand purchase intentions
o Colour packaging conveys emotion – e.g. red = excitement, strength, sex, passion, speed and danger, blue = trust, reliability, belonging and coolness, Yellow = warmth sunshine, cheer, happiness, Orange = playfulness, warmth, vibrancy
explain packing (VIEW)
Visibility - attract attention without detracting from the brand
Information - provides important information (benefits, nutrition, etc.) without
Cluttering
Emotional appeal - evoke a desired mood
Workability – protects contents, easy stored, easy to use, environmentally friendly,
etc.
what is point of purhcase
Point of purchase - includes multichannel media such as broadcast, print, social media and experiential campaigns that use in-store displays.
Along with motivating at the point of purchase, it can create an experiential marketing communications, marketers can create a shopping experience where consumers interact / feel more engaged with brands
4 point of purchase objectves
o Informing
o Reminding
o Encouraging
o Merchandizing
explain informing - POP objective
Informing = Alert consumers to specific items and potential useful information
explain the POP objective of reminding
= Augment previously learned information – encoding specificity / state dependent learning
define the POP objective of encouraging
Motivates consumers to buy / try a specific item
explain the pop objective of merchandizing
Using floor space effectively to assist consumers choice (e.g. bakery)
strengths of point of purchase
opportune purchase reminder low cost relevant and targeted customisable speedy and efficient
weaknesses of point of purchase
low reach
requires customers to already be in the store
can have high clutter
case study
barakutA
